One of the biggest problems with streaming right now is that there are simply too many services. It can be hard to remember what you’re subscribed to, then when you decide to cancel one (or more), the whole process leaves you with a few more gray hairs.
Fortunately, a solution is on the horizon. Bango is a company that has worked with several mobile operators such as Optus in Australia to create “super bundles”, packages that customers can add to their existing bills to keep subscriptions in one easy-to-access place .
The idea is that when you sign up for something like a mobile phone contract, you also have the option of paying for subscriptions that include Netflix and HBO Max. Optus’ SubHub, for example, is available through both a web browser and a web app on Android/iOS.
Some providers in the UK already have this sort of thing on a smaller scale – O2 has its extras, for example. However, Bango’s proposition offers a much wider range of apps to add to an existing monthly bill. From streaming services like Netflix, to mental health apps like Calm, and even educational subscriptions like Duolingo.
At MWC 2023, I spoke with Anil Malhotra, co-founder of Bango, and Giles Tongue, vice president of marketing. They both discussed the benefits of “super bundling” and why it might be the cure for people suffering from subscription overload.
Tongue explained how one of the main USPs of supergrouping is to “remove the administrative nightmare of fragmentation” when it comes to streaming services.
For example, the process of canceling your Netflix subscription is very different from canceling Amazon Prime (five different pages, really, Jeff?), so people can save time by having an easy-to-manage process that’s the same for all subscriptions.
When it comes to streaming specifically, it’s not uncommon to subscribe to multiple platforms. For example, I have Netflix for my comfort shows like Community and Friends, Now for the latest TV hit The Last of Us, and Disney+ for all my Marvel favorites.
Dominik Tomaszewski / Foundry
Super bundling isn’t necessarily about reducing the number of subscriptions, it’s about providing options. As Malhotra put it in Bango’s survey report, “subscription users don’t want less choice, they want less administration.”
In fact, Park Associates published a study that showed that 23% of respondents in the United States pay for nine different subscriptions. It’s a lot of administration when it comes to both registering and cancelling. Plus, it’s likely that one or two will slip through the cracks and you’ll end up paying for services you don’t even use.
Bango’s own study of over 2,500 US respondents shows that 35% don’t know how much they’re paying for their subscription services, and that figure jumps to more than half with those in Gen Z. Having a Content Hub which displays everything clearly will help users. track their spending. I know my bank account would be grateful for that.
Super bundles are particularly relevant right now during the cost of living crisis. According to Kantar Worldwide (as reported by Deadline), over a million UK users canceled their streaming subscriptions in 2022 following huge price increases in energy bills and grocery stores.
Malhotra explained why this type of model is so important right now: “People are looking for value. Going out is expensive, so people will spend their money on home entertainment, and obviously OTT [over-the-top] services are ideal for this…and bundles can offer better value.”
Hannah Cowton / Foundry
For example, with Optus SubHub, you can save 5% if you buy two subscriptions and 10% if you buy three. Verizon also announced in early January that it would be giving away four months of Peloton for free via +play — a generous discount rarely found elsewhere.
Additionally, +play builds a notification system to let users know when promotions and offers are running (like during Black Friday), so you don’t have to search for them. This means that you can try several different subscriptions and pay less for them.
The Content Hub also pings people when prices go up, so there shouldn’t be any surprise price hikes.
Of course, super bundling shouldn’t just be limited to telephony and broadband providers. Bango recently started working with Benefit One, a Japanese benefits company, to bring this service to their hubs. This business model could even be applied to other industries, such as credit and debit card providers or household billing companies.
Hannah Cowton / Foundry
US readers can already enjoy Verizon +play, although it’s still in beta. It is available for postpaid, mobile, 5G Home and LTE Home subscribers. If you are in the UK, super bundles are not available… yet.
Bango is already working with BT and EE in the UK on third-party subscription deals, and Tongue confirmed that the company is “progressing at the rate it develops its vision” for a super bundle. This certainly seems like a real incentive to me, especially if you’re struggling to manage multiple memberships.
There are other ways to take advantage of a similar super bundle style template. You can subscribe to platforms through Amazon Prime Video or through YouTube’s Primetime channels. However, these lists don’t quite include the same heavyweights available on Verizon+play or Optus SubHub.
All in all, this could be a game-changer for managing your streaming subscriptions, especially if the idea of convoluted financial administration gives you the blues.
What I’m watching this week
Anyone else in the online gamer/nerd community will know Rooster Teeth, the production company behind shows like RWBY, Red Vs Blue and more. This week, one of my favorite panel shows, Always Open, returned after a years-long hiatus.
Always Open brings together a series of panelists who discuss relationships and life in a relaxed and welcoming atmosphere, answering user questions and exploring all sorts of topics. The first episode of the new season has a special guest star, Troy Baker, who is Joel’s voice actor in The Last of Us game (the TV series airs its final episode this week on HBO Max).
Always Open is free to watch on the All Good No Worries YouTube channel, with new episodes released every Tuesday.
